Food and drink manufacturers could benefit from telling a story about their products

Telling a good story about the provenance of food and drink products could benefit manufacturers, Mintel’s David Jago told the innovation conference New Frontiers in Food and Drink.

In this exclusive video interview, Jago told FoodManufacture.co.uk that telling customers stories about how and why food and drink products were produced could deliver significant business benefits. Those included boosting sales by raising a product’s profile and strengthening customer loyalty to a particular brand.

“It’s about romance,” said Jago.“Brands that re-romance the consumer by making an emotional connection.”

But Mintel’s director of insight and innovation acknowledged that the process was easier for small manufacturers than for very large scale businesses.

Could backfire

He also warned that such initiatives could backfire if not carefully managed. Find out what those pitfalls are by watching our video interview, filmed during the one-day conference.